Markets and marketing at the bottom of the pyramid

Abstract

Get full access to this article

View all access options for this article.

References

Andreasen

A.R.

(1975) The Disadvantaged Consumer. New York, NY: The Free Press.

Araujo

(2007) ‘Markets, Market-Making and Marketing’, Marketing Theory 7(3): 221–26.

Araujo

Kjellberg

Spencer

(2008) ‘Market Practices and Forms: Introduction to the Special Issue’, Marketing Theory 8(1): 5–14.

Baker

S.M.

Gentry

J.W.

Rittenburg

T.L.

(2005) ‘Building Understanding of the Domain of Consumer Vulnerability’, Journal Of Macromarketing 25(2): 128–39.

Brugmann

J.,

Prahalad

C. K.

(2007) ‘Cocreating Business's New Social Contract’, Harvard Business Review 85(2): 80–90.

Caplovitz

(1963) The Poor Pay More: Consumer Practices of Low-Income Families. New York: Free Press of Glencoe.

Hill

R.P.

(2002). ‘Consumer Culture and the Culture of Poverty: Implications for Marketing Theory and Practice’, Marketing Theory 2(3): 273–93.

Karnani

(2007). ‘Doing Well by Doing Good Case Study: ‘Fair & Lovely’ Whitening Cream’, Strategic Management Journal 28(13): 1351–57.

Kjellberg

Helgesson

C-F.

(2007). ‘On the Nature of Markets and Their Practices’, Marketing Theory 7(2): 137–62.

10.

Landrum

N.E.

(2007) ‘Advancing the Base of the Pyramid Debate’, Strategic Management Review 1(1): 1–12.

11.

Peñaloza

Venkatesh

(2006) ‘Further Evolving the New Dominant Logic of Marketing: From Services to the Social Construction of Markets’, Marketing Theory 6(3): 299–316.

12.

Prahalad

C.K.

Hammond

(2002) ‘Serving the World's Poor, Profitably’, Harvard Business Review 80(9): 48–57.

13.

Varman

Belk

R.W.

(2008) ‘Weaving a Web: Subaltern Consumers, Rising Consumer Culture, and Television’, Marketing Theory 8(3): 227–252.

14.

Viswanathan

Rosa

J.A.

(2010) ‘Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World’, Journal of Business Research 63(6):535–537.